Despite the successful launch of the iPhone 6 and iPhone 6 plus, and with the latest iPads unveiled on Thursday evening receiving an underwhelming media response, it is becoming increasingly clear that handsets are no longer a decisive factor in consumers’ choice of network.

This time last year, Virgin Media launched the UK’s first quad-play bundle. It caused quite a stir. For the first time, customers could access broadband, TV, fixed-line and mobile services from a single supplier.

By Todd Carothers, Executive Vice President of Marketing and Products at CounterPath

As Whatsapp finally gets around to launching its much-anticipated voice service, and more and more operators prepare to become best of frenemies with rival internet app providers, you’d be forgiven for thinking that the telco battle against OTT services had been lost. You’d be wrong.